Because we believe Web analytics is so important to direct and interactive marketers, we are running for the second consecutive year a special report covering all aspects of the topic.

Experts from companies including ClearGauge, ClickTracks Analytics, Kellysearch.com, Keynote Systems, Offermatica, Omniture, SAS, StratBridge, Unica, WebSideStory, Visual Sciences, WebTrends and Ecklers participated. We are grateful for their time and insight. The report will run on DMNews.com throughout the week and in the DM News-iMarketing News Daily newsletter. For a PDF of the report click here.

Issues in this report include Web analytics trends and the evolution of Web analytics. Other topics are best practices, using Web analytics to market expiring inventory, tips on choosing the best integrated Web analytics program, how best to use Web analytics tools and the four best tools to track usability problems and repair the damage.

Still other topics include how Web analytics is morphing into marketing performance management, analyzing search terms within your site and how KPIs help you. A case study is also in the mix, delving into how Ecklers' combines online analytics and search engine marketing to great success.

Please check "The Top Five Pain Points for Web Analysts Today" by Jim Sterne, founding president of the Web Analytics Association.

The best way to use this report is to start by reading the interview with Eric T. Peterson, a Web analytics guru who is now vice president of strategic services at Visual Sciences. This article, and those that follow, will help you understand why Web analytics matters.